Minor Hotels has announced a rebranding of Oaks Hotels, Resorts and Suites, and additional brand hallmarks which will be gradually rolled out across existing properties and new acquisitions.

The new brand identity marks a shift from serviced apartments to a full-service hotel, resort and suites brand, with a fresh focus on hospitality service.

Minor International Group CEO, Dillip Rajakarier, said the repositioning marks “a significant step” for the 33-year-old brand.

“As we build on that legacy, we’re focused on creating meaningful, experience-led travel destinations meeting the needs of both our corporate and leisure guests,” he said.

“With over 55 Oaks properties and growing, this transformation reflects our long-term vision for sustainable growth and reinforces our commitment to delivering world-class hospitality.”

A series of brand hallmarks will include mixed-use applications in property common areas and a refreshed food and beverage offering with focus on ‘family-style’ communal dining.

Grab-and-go pantries will be stocked with travel essentials, local produce and branded merchandise; integrated lobbies will serve barista-made coffee and freshly baked goods; and each property will offer a signature, gourmet lamington bespoke to each location.

Elevated bathroom amenities will feature a new signature scent of citrus, lavender, and eucalyptus, while a night-time ritual will offer calming sounds and suppertime snacks. Yoga and meditation classes will be accessible via in-room TVs, along with an invitation to sunrise swims and run clubs at select properties.

The new brand identity introduces a bold logo and colour palette, with vibrant yellow and signature Oak’s stripe. Colour and patterning and pattern will be a feature of property design, alongside warm timber textures, soft neutrals, and lush indoor greenery.

“The strategic repositioning of Oaks marks a pivotal step in elevating our position in the market,” said Minor Hotels Chief Commercial Officer, Ian Di Tullio.

“With our revitalised service culture, and addition of lifestyle elements to contemporise our offer, we’re creating a more resonant brand experience for today’s travellers.

“In a sector that has remained largely undifferentiated, the transformation repositions Oaks for global growth, further strengthening confidence amongst our investors and developers.”